roadmap_ref.pdf — Extracted Text & Logic

Source: 6-page PDF, no text layer — each page is a photo of a handwritten notebook page (pencil) or office whiteboard (blue marker). Pages 1, 4, 5, 6 are paper; pages 2 and 3 are whiteboards. All pages were photographed rotated 90°.

[?] marks a word I could not read with confidence.

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Legend (inferred from repeated use across pages)

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Page 1 — Marketing OS (the hub diagram)

Title, top-left: Creative Creation

Centre node: Mktg OS. Five spokes, each annotated A (= Agent):

Digital fans out to:

• Branding → h + M [?]
• Performance
• Organic (web / app)
• GMB – 3050 (3050 = listing count)
• Personalised Experience
• FUNNEL – CRO → Custom Exp[erience]
• Campaign mgmt → Retention
• Referral →

Data layer (bottom of page), feeding the OS:

• Outside world DATA
• IIFL DATA → (CRM)
• MANUAL (FLEQ) [?]

Logic: one Marketing OS, five sub-OSes, each sub-OS driven by agents; two data sources (owned IIFL/CRM + external) plus a manual feed.

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Page 2 — Program OS: Retention & Acquisition (whiteboard)

Centre: Programs → splits into Retention and ACQ (circled).

Retention (70%)

Routes to → IIFL BASE and → Non-IIFL BASE → Lead (Not conv.)

A1 — Active base

Delivery channels for A1: WA Bot / App Adoption / Digital Web

A2 — Inactive base (bucketed by recency)

• Winback — 0–6 m
• Closure — 6 m – 24 m
• Rechurn — > 24 m
• Competition Base — Surgical Strike
• Referral

The agent chain (A3 → A6)

⇒ Segments  (A3) ─┬→ Micro-segmentation      — ✗ ┐
                  ├→ Real-time Engagement    — ✗ ├ CRM
                  └→ Intelligence            — ✗ ┘
A4 → Communication Creation → AI Avatar            | ATL
A5 → Rollout → SMS / WA / RCS / App push / In-App  | Clevertap, Netcore, Humanoid
A6 → Analytics
   → Richness Data (P) ⟨ Lead / Conv / Post [?] ⟩
   ↳ Onboarding CLCM

The ✗ marks are gaps — capabilities that do not exist today.

ACQ (Acquisition)

• Referral (Easy Rewards)
  • IIFL BASE → LEAD → ✗ Loyalty
  • ↳ Allocate to Branch
  • ↳ Branch to Connect
  • ↳ C – NC → ✗
• DSA — Physical world
• Share & Win [?] — Digital world ⎫
• Infl. (influencer) ⎭ → NON IIFL BASE

Target-state capabilities (right column)

⇒ Data Enrichment · Onboarding CLCM · Personalization · Real-time Engagement · Intelligence Agent · NBA

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Page 3 — Digital OS (whiteboard)

Banner: NO AGENCY — "Built with Co-Pilot – LLM". The thesis of the whole board: replace agency work with LLM-driven workflows.

Planning column (left)

• Deep Analytics / Call Analytics
• KKH [?] = Planning — Where & What
  • Budgeting · Execution
  • Discovery – Th. · Creation · Budget – Dynamic · Setup · Rollout · CRO · Monitoring · Optimization
• Assumption → Reality
• Platform Discovery
• Competition Research

Buying stack (same three vendors used twice)

Relid [?] / Zocket / Pixis — circled DWAO

Spokes off Digital

• ORM → Meltwater, LocoBuzz
• Digital OS → DB / Integration
• Research / Feedback → Customer / Emp.
• Digital Partnerships (multiple) → Discovery / Outreach / Hyperlocal
• CRO → Full-funnel mgmt → Customer / Employee — via Clevertap / Netcore / Rubic [?] / Humanoid
• Hyperlocal (Web / App) — Single Interface
• Organic SEO (Web / App) — Off-page / Draft / Syndication / Media / YT
  • → Personalised Experience
  • → Scale Growth (circled):
    • Th. Discovery – KKH → Nat / State / City / Micromarket
    • Page Structure
    • Personalised exp.
    • Content — LFC / Image / Video / Voice / Vernac.
    • Publish / Rollout
    • CRO · Monitoring · Optimization
  • Categorised by: Product · Genre · User · RTB · Brand Ambassador [?]
• ATL (Creative) · Social · Digital Distribution · PR / Grapevine [?] · Customer Profiling

Build sequence (right margin — applies to every workstream)

1. Repetitive / Volume [?]
2. Expected outcome
3. Happy Case (MVP)
4. End State (V1)

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Page 4 — Scope by channel + creative architecture

1) ATL   → Creative → 15000 → Static | GIF | Video  ... f/HO
   → Social → Creative + Analytics + Planning + Scan – Planning
              Trend spotting — Paid + Infl. spotting
   → ORM  → own
   → LFC  → Scan + Planning + Blog + Execution

2) Architecture
   Creative → Hivocal [?] | Zocket | Righton — Partner ecosystem
              Adobe Firefly | Canva |

① Creative (own)

• → Template + UGC → under guidelines

• → Diff Approaches → Diff Themes

• → Localization + Topicality

• → FACTORY

  ↳ Discovery → Content → RBI → Creation → RBI
                     Approval ← Vernac
                          ↑ RBI
  

• Req. Capturing

RBI appears three times as a compliance checkpoint in the creative factory loop — content, creation and approval each pass an RBI gate before the vernacular versions go out.

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Page 5 — The build backlog (two sheets)

Sheet A — programme list

1. Creation End to End with WF — LFC
2. Social Media End to End Automation with WF
3. ORM — End to End Automation with WF
4. Marketing OS — Architecture
5. (sketch: boxes labelled Repeat, C→H, ?, VA — 8 R [?])

Sheet B — numbered deliverables (the actual roadmap)

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Page 6 — Per-workstream spec: MVP vs End State

Creative → WF Automation — Brand Guidance

Blog

• Tonality
• Imagery / Aspect Ratio
• Guard Rails
  • Size – Weight
  • Vernac
  • Template — Standard
  • Template — Dynamic
• ES — Content – Persona – Dynamic

NO AGENCY

SM (Social Media)

MVP = YT | Meta | FB | Insta | WA
ES  = ✗  | LinkedIn
ES  = Infl. + Avatar
ES  = Agency Automation
ES  = ORM

NO AGENCY

Feedback loops (right column, all tagged ES)

• Learn from what we have done → ES
• Scan competition to get insights → ES
• Scan category to get insights → ES

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The logic, distilled

1. One Mktg OS sits at the centre, decomposed into five sub-OSes — ATL, BTL, Analytics, Program, Digital. Each sub-OS is driven by agents (A1…A6), not by an agency. NO AGENCY is written twice on p3 and twice on p6 — it is the organising principle, not an aside.
2. Two data feeds into the OS: owned IIFL DATA (CRM) and Outside world DATA, plus a manual feed to be eliminated.
3. Program OS = lifecycle. Retention (70%) is split Active (A1) vs Inactive (A2) with recency buckets; acquisition (ACQ) runs referral, DSA, digital share-and-win and influencer, all converging on the Non-IIFL base. A3–A6 are the shared pipeline: segment → create → roll out → measure.
4. Digital OS = channel engine. A single planning frame (KKH: where & what → budget → execute) feeds a fixed vendor stack (Zocket / Pixis / DWAO) across branding and performance, with SEO / hyperlocal "Scale Growth" drilling Nat → State → City → Micromarket.
5. Every workstream ships through the same four gates: repetitive volume → expected outcome → happy case (MVP) → end state (V1). The I / E / ES / MVP tags on pages 5 and 6 are that gate applied deliverable by deliverable.
6. Creative is a factory, not a brief. Discovery → Content → RBI → Creation → RBI → Approval, with vernacular fan-out and templates (standard + dynamic) under brand guard rails.
7. The gaps are marked explicitly with ✗: micro-segmentation, real-time engagement, intelligence, loyalty, C–NC, LinkedIn. Those are the build list.

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Rendering the pages yourself

The PDF has no text layer. To reproduce the upright images (requires PyMuPDF):

python -c "import fitz; d=fitz.open('roadmap/roadmap_ref.pdf'); [d[i].get_pixmap(matrix=fitz.Matrix(3,3).prerotate(r)).save('page%d.png'%(i+1)) for i,r in enumerate([270,270,270,270,90,270])]"

Pages 1–4 and 6 need prerotate(270); page 5 needs prerotate(90) for its left sheet and 270 for its right sheet (the two sheets face opposite ways).